How does Black Friday boost business growth?

Black Friday is considered one of the most important dates for retail, being a strategic opportunity to attract new consumers, strengthen customer loyalty and boost revenue.In the last year the date recorded a record of online sales in Brazil, reaching R$ 4.27 billion, according to Neotrust Confi.

According to Vinicius Barreto, vice president of the Scale Up vertical of Ecosystem 300 Franchising, adopting coordinated promotional actions is fundamental to maximize results and generate impact at scale.“A Black Friday remains a great potential for growth for the business, provided it is used strategically. Currently, the consumer is more informed, attentive and demanding. Small advantages or discounts are no longer expressive to convince the public. Therefore, it is necessary to offer real value proposals and prepare well-structured actions. With planning it is possible to transform seasonal dates into expansion, companies that prepare well can not only sell more, but in a structured way.

Barreto points out that stores that concentrate operations in the digital environment should have extra attention. “Close planning is necessary, mainly due to increased competition and media costs. Large retailers intensify actions throughout the month of November, terms such as “Black Friday” become extremely hotly contested on ad platforms, raising the investment needed to achieve” visibility. 

To maintain brand consistency during the promotional period, the professional highlighted three points of attention

Uniformity . It is crucial that the network maintains similarity in promotions, pricing and visual communication. The franchisor must provide clear guidelines on the discounts that will be offered, the products on sale and the way these campaigns will be disclosed. This prevents each unit from making individual adjustments that may cause distortions in the brand or generate conflicts. 

Communication Ensuring that it is applied effectively and standardistically across all units is critical to maintaining uniformity and avoiding conflicts that could damage the internal relationship and reputation of the network

Training (Franchises must implement specific training before Black Friday, preparing franchisees and employees to deal with increased customer flow and high demand situations. These training can include simulations of sales under pressure, customer service techniques for periods of great movement, as well as guidance on how to manage inventories and quickly solve logistical problems. 

Black Friday represents an opportunity for networks to grow and consolidate in the market, provided there is preparation and alignment between franchisor and franchisees.“More than participating in the date, it is essential to act intelligently, understand consumer behavior, invest in differentiation and plan each stage of the purchase journey”, concludes.